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AdTechGod Pod
Ep. 129 From Operator to Industry Voice, Why Automation Still Needs a Human with Eric Tilbury
00:34:40
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- [00:00]
A
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- [01:19]
A
Welcome to the Ad Tech God pod, your window into the world of advertising technology and the people behind it. I'm your host, Ad Tech God. Welcome to the Ad Tech God pod, where we speak to those in ad operations. Today's guest is Eric Tilbury, the Senior director of ad operations and Product solutions at Inuvo. He's been with Anuvo for over nine years. Four years prior to that, he was at Netseer, which was acquired by Anuvo in 2017. So technically, this is his only job and he's been there for over 13 years. Eric, if you know him from social media, he's taken a really strong stance. He shares his insights, he shares operational best practices. He has a great perspective of what's happening on the operational level. And even in 2025, he was voted the winner of the Ad Exchanger people's programmatic pick. So he's done a fantastic job positioning himself in market. Eric, thank you for joining me and thanks for taking the time out of your day.
- [02:17]
C
Thank you for having me on.
- [02:18]
A
Yeah, of course. Anytime. So 13 years with one employer is a really long time. Eric, can you give me, like, a little bit of insight as to why you've been there for so long, what's kept you there, and what motivated you to just continue to move forward with the company?
- [02:32]
C
Yeah, I mean, that type of longevity, like you have to really, really believe in the product, right? So I truly believe in the product that I work with every single day. You know, I am very, very much in tune with it. I, I always joke about it like it's kind of become my brother now, right. I grew up with, was my first job out of college. I started out as the intern on the team. The team was really, really good to me. They gave me a lot of responsibility right off the bat. And I got a different perspective into ad tech than I think most junior level people get in the industry. I started off very much so in the weeds of ad tech and haven't really looked back since. So really in terms of learning, in terms of growing, in terms of being given chances and opportunities, I wouldn't have got to do that at any larger company at any point. I could have left and gone to like a Google or a Meta or something like that. But I would be doing, you know, one kind of role every single day or an ad tech. Especially like ad tech that's always evolving, right? It allows you to grow, it allows you to understand certain things and you know, really, really build your, your resume. Right?
- [04:01]
A
It's interesting because I've, I've had people from the operational side of things and usually, usually when I have anyone that works on ops, I think I had Jared Wilachinski from Paramount, Evan Salguero from Univision, all running ops, both in ctv, which is a little bit different than what you guys do at inuvo. They both have such a different perspective of the industry in comparison to like marketing leaders or revenue leaders that have been on the pod. What about the nitty gritty and just being in it and understanding all of the aspects of a campaign launch or a performance metric changes the way you look at the, I guess, ad tech industry.
- [04:41]
C
So it's funny, I see a lot of just like different marketing things and people telling you how you should be running campaigns, right? And different solutions and different, different things you should plug into or you should plug in or plug out. But you don't really know unless you're actually in the weeds and what's going on. So when you're in the weeds of what's going on, you can tell the difference between like what is really fluff and what is not fluff and you actually know what works and what doesn't work and that translates everywhere. So when you, when you start talking about like running ads for like say someone moves to brand side, say someone goes and you know, maybe you move out out operations and you Start, you know, owning teams or whatever, right? Having that in tune. Knowledge of what actually works in the weeds is so powerful because I've seen people in higher up positions have no idea what works and they just see some kind of marketing blast and they're like, we should try this. And I could give them entire documentation of like, this is why we shouldn't do this, right? So that type of knowledge to me is invaluable and it's something that I crave, right? And I always want to be involved with it because I run my teams now, right? Like I have, I have two teams that I run here at Anuvo, but I actually choose to still run campaigns because I want to know what's going on at the ground level. Because at Anuvo we have both a curation side and we have a managed service side. So the managed service side, it's where I go and run campaign, right? And having that knowledge of what's working, what's not working. And, and then you could also start thinking more strategically from there of like, okay, if this is working, like how do I get a deeper partnership with this solution, right? That could better our solution and make our product that much more competitive in market.
- [06:46]
A
It just feels like you can tell the difference between someone who shares their opinions on LinkedIn that's actually in it in comparison to someone that is not. Like, I don't come from an ad operations background, so my, my knowledge is very different than someone who's actually trafficking, managing, optimizing a campaign. And when you post, the greatest interaction that I see from people is people, other people. Working ops are like, yeah, this guy gets it. Like he totally understands the industry. And it's become like, you've got this, this, this crew of ad operation leaders, hands on keyboard people that like, look at your posts and they're like, oh, great insights. I'll, I'll try this out tomorrow. Or yeah, the guy's nailed it. He knows exactly what he's talking about to drive performance for his clients and it's cool to see.
- [07:32]
C
Yeah, I mean that was, that was really my, my goal in posting was I realized that I had this super niche type of, type of skill set, right, that would speak to certain types of people. But as I started saying it, people that were outside of ad operations were like, oh, this is a look under the hood of what's going on. And this makes a lot of sense, like, how do I, how do I implement this with my teams, right? And some of my, like, I get a lot of follow UPS via dm. You know, asking, asking questions like, can you explain this deeper of what you posted about? Right. I get that all the time. I get flooded with it. But actually I'm happy to do it because I think that the entire ecosystem needs knowledge. Right? And I think that the best way to fix ad tech and programmatic is buy side making better decisions. That is step one, right? Because the supply side naturally feeds the buy side what it will eat. And if the buy side just wants to eat a bunch of just metrics that don't matter, really matter to the outcome, everyone's favorite buzzword. If you start going and eating those metrics that don't really matter, then you just are. It's the definition of insanity, right? You just keep doing the same thing over and over, even though you have all of these cool tools that are coming out. There's, there's different ways to buy, there's different ways to measure, but at the end of the day, if you start just going back to old habits and you're not going to really get anywhere.
- [09:10]
A
So question for you. You were relatively, I say this politely, relatively unknown a few years ago. You've done a fantastic job positioning yourself in the market as someone who knows what's going on. You're very vocal, you share your opinions. You're not scared to do so. What made you suddenly do that? What gave you the confidence to do that? Because I, I speak to people all the time. I'm obviously a little bit different. I'm kind of hidden behind a logo. I can, I can state something and if it doesn't come back to me 99% of the time. But for you, it's very different to put your face behind a post, put your face behind an opinion. What made you start doing that? And what advice can you give to people out there that are hesitant to actually share their thoughts?
- [09:49]
C
Yeah, this is actually one of my favorite stories. So at Anuvo, we did a very unorthodox case study that I haven't seen anyone else an ad tech do. We built a brand from scratch, from nothing. We built a brand up. We use just our tools to advertise. And we started, you know, selling products for that brand, right? Like build it from nothing, use just our ad tech, put our money where our mouth is and sell this product. The product was actually an E bike, which was very expensive. You know, like, I don't know if you guys have ever, or you have ever looked at the price of an E bike, but it's like the price of a Used Honda, right? So it is a major decision. It's not like a water bottle, right, that you could just buy on a whim. So you actually really need to convince someone to, to purchase that bike, right? And we were, we were able to sell bikes, but one of the, one of the things, the channels that we noticed that we were lacking in that was actually really hard to build was organic social. And you could run a ton of paid ads, right? But just getting organic social is so different. And especially in the E bike space, organic social was vital. And I didn't know anything about E bikes, right? But I went and took over the organic social and started just commenting and interacting with people on social media. And I noticed that I started getting a lot of traction, right? Uh, the social media account for that product, which is Emerald E Bikes, you guys could actually go look up the site right now if you'd like. We were able to get over a thousand followers, organic followers, not purchase followers. We were able to get a thousand organic followers just because of my likability factor. I was able to be myself online where I, I always say that and have been told that my superpower is likability. I make friends very easily. That's just something I've been always good at since I was a little kid. And with that I discovered, I was like, if I could do this with bikes that I know nothing about. I know a ton about ad tech, right? I know so much about ad tech and only my clients know that. I know a lot about ad tech. I bring them all these good insights. You know, they like me. They've been clients for a long time. Why can't I do this with social media? So I start going on social media and looking around. And you were actually one of, one of the first accounts that I noticed. I was like, this guy does an awesome job. Well, actually, I didn't know at the time, like, were you male or female? But I was like, this person does an awesome job at doing one of the pillars of organic social, which is likability, right? And then you also had the knowledge where you were backing it up, right? So for me, I saw that and I was like, okay, I gotta, I gotta go hard in this because this guy has so many followers, he's doing it, right? If I could just do this and make a name for myself, let's see where it goes, right? So then I started posting on social media. Very technical stuff, right? I first started with very technical. If anyone goes back to when I first started, it was just straight technical knowledge. Which was great, right? I got. I got a good amount of people following me from that and interacting with me. But then I was just like, okay, let me start using the likability factor as well and like, give people insight into the person, right? And this is me. I'm an ad tech guy, but I'm also kind of a quirky guy, right? And, you know, you'll either follow me for my content or for my personality, right? And that literally just lit a fire, right? I started getting a lot of traction. I started getting a lot of people reaching out to me. I started getting a lot of people that wanted to talk on calls. It was good. But what I've noticed is there's actually three pillars. I think I talked about two of the pillars is likability and knowledge. There's actually a third pillar which is the heel, right? Like, it's kind of like the villain. And I've noticed that on social media, people kind of try to take either the villain, they try to take the knowledge factor, or they try to take the likability. And you could kind of blend them. But once you're a heel, you kind of dedicate to the heel. But what I've noticed is the heel can only go so far, right? Like, look at. If you want to put it into like a human perspective. And you kind of get my quirkiness from here is look at Hulk Hogan, right? You had Hulkamania, which everyone loved, right? Hulkamania was awesome. Everyone wanted to be the Hulkster. Hulk went heel, right? Hulk. Hulk went heel. And that brought him a ton. Like, that brought him back into the. Into the spotlight. But he also had extreme knowledge of wrestling. He was extremely skilled, right? He was heel. And his, like the heel factor kind of wore off, right? And then he went back into being Hulkamania. He went back into that, into that likability factor. And he's kind of just. He. He was, you know, one of the greatest of all time, right? But everyone remembers him more so for Hulkamania and his likability factor rather than Hulk Hollywood, Hulk Hogan, right? So that's why, like, I think going heel is. Is more so. It's more so you kind of hack traction, right, Rather than building like a full brand for yourself.
- [16:08]
A
So number one is, as a. As a growing up with wwf, now wwe, I can relate. But I think the likability aspect is important. I do feel like the wrong route is the. And this is from my perspective, like, I like to go to bed at night knowing that I haven't upset anyone. Just my personality type. I think it's okay to go against the grain and dispute things as long as you're doing it respectfully. I think it's the ones that aren't doing that respectfully that bother me. And I do feel like, although there's always an audience for that, it doesn't actually create any value for anyone reading when it's not backed up with facts and knowledge. And I think that's where. Where you come in. I think that's where, like, Ari Parrotto comes in. I think that's where a lot of people in the industry come in and they chime in and they do it respectfully and actually provide true opinions with insights and knowledge. It's not just like, I'm gonna slap down your idea and move on because you don't know what you're talking about. And I think it makes a very different tone. And you've. You've done a very good job at not only maybe sharing something that is not totally agreed upon by everyone, but backing it up and then on top of it, conversating and having, like, a. A respectful dialogue back and forth, talking as to why the benefits are the way they are, and if they want to agree, they can agree, and if they don't, they don't. But you're very respectful in your delivery, and I think that's why I wanted you here, because you've done such a great job at it.
- [17:34]
C
Yeah, I appreciate that. Yeah. I mean, the. The biggest thing for me is, like, let's get the knowledge out. Let's educate buyers. Let's make people make better decisions. Because, you know, really, all of our jobs are relying on it.
- [17:47]
A
Right.
- [17:47]
C
Like, if. If the whole industry just keeps going in the direction that it's going, you're going to lose. The buyers are going to lose trust in the industry. And that's like, the industry is awesome when done. Correct.
- [17:59]
A
I mean, I became a meme account for the industry, so you can't. You can. You know, what a career pivot. So I have a question for you. Like, I just wrapped up a recording right before yours, and we were talking a lot about 2026. 2025. We kind of did a look back and some predictions for 2026, but I want to take a little bit of a different view of things with you. 2025 has really been heavy on AI and agentic and what that means for the industry overall. I posted one of my kind of whack predictions of its impact on ad operations. Do you think that in any way AI will impact ad operations roles. Do you think it's just going to benefit you? I guess. What's your overall view of what that looks like?
- [18:45]
C
So it will make the ad operations job much more streamlined. You still have to have that overarching knowledge of what's going on to be successful with it. A lot of this stuff is like the Death Star. It will shoot wherever you point, right? And if you have someone that is at the keys, not like pointing, pointing in the right direction, then yeah, you're just gonna have things that continually break, right? It's just gonna be an automated way of breaking, right? So having that knowledge, that deep understanding of like, hey, you know, if I look at it this way, if I measure it this way, I'm actually getting this type of performance, right? Because like, say someone goes and they have this, this, you know, this AI automated system and then they just load it up with a bunch of metrics that don't matter. A bunch of, like a bunch of fluff. That is just what we see in the problems today, right? A bunch of just metrics that don't matter. You're buying against stuff that's just there to inflate metrics, inflate buying algorithms, right? Like game buying algorithms. So, yeah, you still have to have a lot of knowledge with those AI automated systems. The thing that I am kind of worried about is where do you gain that knowledge, right? That will be the hard part. Like, so the younger, the younger generation coming in, right? Like, they're not going to know the grassroots, like, knowledge base of like why something works, why something doesn't work, how you need to look at something, how you, how you analyze something. So that, that is totally going to change, right? And it's, it's totally changed from when I started. Like I used to have to manually write rules to go and buy, right? Media, right? Like no one does that anymore, right? So like just from the time from I was younger to now, it's just so much more automated. And I don't even think buyers now, like, younger buyers, they don't understand that nuance, right? Of like, hey, when I'm buying, it's going through this exchange or it's going to this seller, right? Like they're really going into a dsp. Everything is automated. There's all these different platform tools. They could choose these tools and then they go and buy, right? But they have no idea what's going on under it. And knowing what's going on under it is the difference between a really good campaign and a really Good, really, really bad campaign. Right. And you would have no idea.
- [21:25]
A
It's funny because one of the things that we constantly bicker about is lack of transparency and black boxes. And then you tell me, and this is my personal opinion, like, it is what it is. And then you tell me, now I don't even get to see on a regular basis, outside of logging into some dashboard, why a particular campaign delivered, where it delivered. I have to believe in the algorithm. You have to believe in the AI,
- [21:51]
C
that it did it. Right.
- [21:52]
A
There has to be safeguards in place to protect the buyers. So, yes. Can it quickly scan a domain to make sure it's probably brand safe? Sure. Can it scan a domain and tell me whether or not this is the right type of contextual targeting I should use? Sure, absolutely. Do I want to put my money into a slot machine and hope that I hit the jackpot and convert into a sale? No. Like, this is exactly why PMAX is the way PMAX is. It's performs well and it's great for the naive buyer. It is not necessarily the greatest solution for people who know what may be happening on the back end, whether good or bad, like, let it perform. And if performance is what you're looking for, then great, it will, but you just don't necessarily know where it's going. So my opinion is it's great to utilize AI to empower you and to streamline operations. It's not necessarily great to entrust your life, or in this case your budgets 100% to AI. Not on the operational, not on the targeting, not on the optimization. I think all of it needs to have some sort of hands on keyboard and someone that has. What's the right word? Emotions that can understand like, hey, this just doesn't look right to me. And because it doesn't look like to me, I'm going to remove it from the list.
- [23:02]
C
Yeah.
- [23:03]
A
And I don't want it there.
- [23:04]
C
Yeah. I mean, if you have a buyer who doesn't really have any knowledge, but they have this incredible tool like pmax. Right. Like they have this incredible tool, they don't really know what they're doing as a buyer, like PMAX can go very rogue very quickly. I buy a lot, I buy a lot of pmax. Right. Like I, I have seen PMAX do insanely odd things. Right. And still, still make the roas work on the other side. Right. So yeah, a knowledgeable buyer will add those checks and balances there. And you can't. Like, sure, algorithms are awesome. Like we all use algorithms. We buy, we all buy on algorithms. Right. But algorithms can go rogue or the buyer could just point the algorithm in the wrong, in the wrong direction completely. Right. So like that, that piece is something that needs to get ironed out if it's going to go fully automated. We're like, eventually it will. Right? Like, I would be naive to think that it wouldn't eventually be, you know, very, very, very automated. Right. But I still think at, at any point there will still need to be human oversight. Right. It's just what parts of the connections will be automated, but there will always be some kind of, you know, human kind of oversight.
- [24:38]
A
I totally agree. I think the, the hardest part with AI and the inputs and the algos is it is only as good as the, the data that it collects. And if that data was based off of a flawed view or a flawed metric or as we know in advertising, fraudulent inventory with fraudulent performance, like which does happen, this now flaws the entire system itself. And I just, I don't know, I just don't necessarily believe that it will be that impactful to fully automate. I think that we will absolutely push for it in 2026 and I think there's going to be a blitz to do that. I just don't necessarily think it's going to work much better than the human element backing it up and confirming everything is working correctly. That's my view.
- [25:28]
C
Yeah, no, I totally agree with that.
- [25:30]
A
What do you think in 2026, like, you've, you've, you've grown quite a bit with your online presence. You've become a quite the spokesman for ad operations people. You've won an award. What's next for you in 2026, Eric?
- [25:44]
C
Next for me is really, you know, staying the course of, hey, let's educate buyer buyers as much as possible, right? So we could get the ecosystem making better decisions. I think just by the traction that I've been getting of people following up with me, like asking like, you know, why should I buy on this from this certain exchange? Or like, why should I do this or why should I do that? I think I'm starting to see things tick in the industry now where people are slowly starting to understand that, like, hey, I should be taking a look into the actual like, quality. And I. What's funny is I hate the word quality. I hate it because there's no standard definition of quality, right? Like, quality to, to one buyer could be extremely different to another buyer. I hate that definition. But it's like, hey, we need to buy media that makes brands more dollars than if they didn't buy media, right? Like that is quality. That, that to me is what quality means. So how do we get there? Right? And that is through buyer knowledge. Like you can't just blindly go and buy line items in a dsp. Especially when you start talking about when you're just loading up IDs and you're putting IDs in a line item and then you're just going and blindly buying the web, right? Like that's kind of like downloading songs off of limewire, right? Like you think you have this awesome set of deterministic IDs but no one realizes that there's an ID match that goes into the DSP and then there's an ID match that goes from DSP to SSP, right? So like now you're going and doing multiple ID matches and that's where fraud just runs rampant because they're just dropping IDs into a bid request. You don't care what you're running on and you just go buy the worst possible inventory. But you're reporting a cpa, you're reporting a ctr and everyone, you know, they go, they go and celebrate until they get fired because they're not making money on the other side.
- [27:47]
A
So when you take a look at like your background working in ops and moving into a very strong social presence on LinkedIn and X, I follow you there. We obviously interact quite a bit. How has that been for lead generation for your company? Like you're not in sales, you've been a massive face to the company. Like likability score is a 10 out of 10, right? Knowledge wise, I don't know, I could tell you it sounds like you know your stuff, so I'm going to just say 10 out of 10. And so you've been able to kind of like nail the perfect combination of being approachable, being knowledgeable. Have you seen that it's been a big lead gen tool for your company in terms of like inbound clients and potential partners? 100%.
- [28:30]
C
I feel like every company should have some kind of spokesman, right? Where I've kind of accidentally fell into the role of spokesman just by chance. But every company should 100% have that spokesman out there that's going and just speaking facts and gaining trust in the market. Because when I'm going and talking about the industry, you know, like I don't actively go sell anuvo on any of my posts, right? Like I go and talk about the industry, I, I talk about how we should make the industry better and you know, if it, if it boosts my, the, the. The company that I work for at the same time, because they people are putting me together with Anubo, like, that's awesome. And it actually has turned into a lead generation tool. I, like you said, like, I'm not a seller, I don't sell. But I actually bring in deals because people just approach me and direct messages and say, like, hey, everything that you're saying is cool. It's everything. It's everywhere that I want to be. Like, how do we work together? What do you do? Right. So yeah, so I've been able to bring in a lot of deals just because of that. And it's great. Anuvo benefits, I benefit and we keep chugging along.
- [29:50]
A
It's funny you say that because when I started at Tech God, there was no intention to monetize at all. Like, it was purely fun. It was Covid. I was bored. I was sitting on my sofa, I was reading what everybody was posting on X. And I somehow created this account and it sort of took off. And I think something that you mentioned, which is like, when you're not selling, you actually sell more. Because the second I turned it on, as soon as I said there is now an opportunity to sponsor something. Right. It'd be equivalent to you saying, you now have an opportunity to come buy something from us or work with us. It no longer became a sales pitch, it just became a, oh, okay. We want to work with this guy because he's so active online and we like his thoughts and we like what he's posting. It's when you put on your sales hat and you're constantly selling and pitching on socials, it's actually kind of a turnoff and people tend to not work with you as much.
- [30:41]
C
Yeah, I mean, I'll get it too. Or like, I'll post something and then I'll get people in my comments that are salespeople at other companies promoting their product. And it's like, you know what? Like, that's fine, go ahead and do that. Right. But I noticed those actually get less. Like there's people that are interacting in the comments. Right. And then the people that have actual knowledge to share in the comments, you'll see those comments get much more interaction than the people that are just trying to hijack it with the sales pitch for their company. I don't know if you see that as well.
- [31:14]
A
Oh, I see it all the time. I mean, I see people who just tag 37 people with no logic. I don't think that ever works. I never recommend doing that. I think another one is bring some sort of value. Like, it's okay to be a smart ass. It's totally okay to be sarcastic, but bring value. If it's just like, no, your logic is wrong, period. Like, you've done nothing but actually make yourself look bad. And the more people do that, I think the. The less approachable they become. Because if you're not creating dialogue and you're not creating an open space for people to have a conversation about a topic, you're not creating Legion. Like, you're actually creating a perception that you're kind of a jerk. And I see it, and there's no one particular person. I think it's. It's. There's a couple handfuls of them where I realize the comments are never positive. Even if I'm wrong, comments are always negative. So, yeah, I guess work on your social etiquette is my big part.
- [32:05]
C
Yeah, I mean, exactly. It goes back to Hulk Hogan, right? Like, Hulkamania is much more memorable than Hollywood. Hulk Hogan, right? Like, just being that likable, like, icon, right? Like, people remember that. People want to. People kind of want to latch onto that. The heel is cool. It's a fad, right? But it kind of just. It kind of fades away because people are like, yeah, I've seen this before, right? But if you're going and sharing, like, real, genuine knowledge and having real conversations, right? Like, people want to engage with you. They want to know your perspective, right? Like, what's funny is, like, getting. I never had it before, so it's just so odd is like, getting direct messages from, like, reporters of like, hey, what is your opinion on this? I'm like, oh, you want my opinion? Like, that's cool, right? Like, so that's. That's like, you're building something that's cool, that's beyond just like a salesperson or, you know, just trying to get a deal, but you're just trying to be a good person and get some kind of narrative out there and have people, you know, put positive vibes into the universe and they'll return.
- [33:12]
A
Like, positivity always wins. Open dialogue always wins. So is the best way to move forward. Eric, any last words before we. We call it a podcast episode? Thank you. And thank you to Anuvo for being on the pod today.
- [33:23]
C
Yeah, no, I. Well, first, thank you for having me, but also thank you for. For all of that initial, like, boosting that you gave me when I first. When I first started up, you know, you were liking. You were commenting my stuff. You even reposted my stuff, like, early, early on. And I think that you have a good way of seeing people that are good, like they have good presences, they have good content, and then you boost them and then they become something. So, you know, like, you are actually doing a awesome service in the industry. So I, I, I thank you.
- [34:01]
A
I'm a decent judge of character, Eric. I'm usually pretty good at it. It's rare. I don't sense somebody is just genuinely a good person. And, and to be fair, like, your content was good and so I shared it and I thought it'd be helpful to everyone, but you've done a fantastic job and, and again, thank you for being on the pod today and thank you to Anuvo for having you here.
- [34:20]
C
Yeah, thank you very much.
- [34:21]
A
Of course. Anytime. Thanks for tuning in to another episode of the Adtech Godpod. Thanks. A podcast for the people about the people. Stay connected with me for more insights, trends and interviews in the realm of ad tech. Don't miss out on the latest updates. So follow me on X Instagram and connect with me on LinkedIn. Don't forget ATG Slack community has insights, networking opportunities and jobs. Keep the conversation going and stay at the forefront of adtech innovation.